Alliance aims to facilitate entry of cosmetics brands into German market

By Katie Nichol

- Last updated on GMT

Related tags Germany

A competition that will offer cosmetics brands assisted entry into the German market has been initiated through a partnership established by German perfumery association, Beauty Alliance.

The association has partnered with international tradeshow, Beyond Beauty, and cosmetics consultancy, Merk Vision and Partners to create the Innovation Awards 2010.

“The co-operation with Beyond Beauty offers us an ideal platform to allow new brands a successful start in the German market, the biggest cosmetics market in Europe,” ​said Christian Lorenz, managing director of Beauty Alliance.

Competition to discover new cosmetics brands

The competition is open to cosmetics brands not currently present in German speaking markets such as Austria, Germany and Switzerland, and aims to identify those with a ‘strong concept, innovative approach and a huge potential.

Brands wishing to be considered must submit a written application as part of the preselection process, and a merchandising evaluation on the first day of Beyond Beauty (12 September 2010).

Entrants will be whittled down a list of ten finalists, and a Casting Day scheduled for the following day will see these brands present themselves to a jury of professionals. The best five brands will then participate in the ‘grand finale’ at the end of September in Dusseldorf, Germany.

Innovation Awards 2010

The winning brand or brands will be honoured with an award, and will be integrated into the Beauty Alliance portfolio. In addition, coaching will be given in order for the winner(s) to develop the best strategy and find distribution partners for entry into the German market.

According to the president of Beyond Beauty, David Bondi, the show is an ideal partner for the execution of the awards given its track record of being the launch platform for new brands.

“Since 2003, Beyond Beauty Paris represents the exposition platform for new and innovative beauty brands, which reveal their concepts for the first time during the show. Many of today’s leading brands have started at our show,” ​he said.

Beyond Beauty is taking place 12-15 September at the Porte de Versailles in Paris.

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